Insights from the GINN Panel on Global Nicotine Industry Trends & Innovation
At the Global Nicotine Industry Trends & Innovation panel during the GINN event in Milan, Monica Andrade De Orbe, GINN’s Country Manager for Spain, offered a compelling perspective on the evolving nicotine landscape in Southern Europe. With a focus on Spain, Andrade explored the region’s regulatory, cultural, and market dynamics—and the potential for reduced-risk products to transform public health outcomes.
A Smoking Paradox in Spain
Andrade highlighted a persistent paradox in Spain’s smoking trends. Despite ongoing public health campaigns, national smoking rates have remained between 24% and 27% for over a decade—translating to around 8 million adult smokers. While awareness is growing, access to viable harm reduction tools remains limited, which restricts progress.
According to Andrade, the Spanish market is at a crossroads. There’s clear demand for safer alternatives, but regulatory and cultural hesitations continue to delay adoption.
A Generational Divide
One of Andrade’s key observations was the generational split in nicotine behavior. While younger demographics are moving away from traditional smoking—opting instead for vaping and exploring newer nicotine alternatives—many older smokers remain underserved. These long-time smokers are open to change but often lack clear guidance or accessible products to support that transition.
This generational insight points to the need for more targeted messaging and diversified product offerings tailored to different age groups and consumption patterns.
Spain as a Market in Waiting
Compared to Northern European markets like Sweden, where nicotine pouches and snus are widely accepted, Spain is still in the early stages of adoption. Although disposable vapes have made headway, particularly among youth, nicotine pouches are still not widely distributed or understood.
Andrade emphasized that this gap is a missed opportunity. She believes Spain could be a leader in harm reduction if given the proper tools, policies, and consumer education.
Building Trust Through Transparency
A central theme in Andrade’s remarks was the importance of transparency. She argued that oral nicotine products should not be seen as lifestyle items, but as tools that can help smokers transition to safer alternatives. To gain public trust—especially in a skeptical environment—brands must focus on clear labeling, evidence-based communication, and truthful marketing.
“Consumers want honesty,” Andrade said. “Transparency will be the most powerful differentiator in this market.”
Regulation: A Roadblock or a Catalyst?
While some view regulation as a hindrance, Andrade proposed a more optimistic outlook. With proper stakeholder engagement, regulation can help structure markets, protect consumers, and reward responsible innovation.
In particular, she pointed to the European Union’s upcoming framework for oral nicotine products as a key opportunity. If risk-proportionate policies are adopted, Spain could see a surge in reduced-risk product uptake—and a meaningful decline in smoking rates.
Tackling Misconceptions
Andrade also discussed the widespread confusion about nicotine risks in Spain. Years of generalized messaging have led many consumers to believe that all nicotine products are equally harmful, regardless of how they’re consumed.
This misinformation, she said, has slowed the progress of harm reduction. Correcting these misconceptions through education and media engagement will be critical for shifting public opinion.
Innovation in a Level Playing Field
One hopeful takeaway from Andrade’s talk was the role of smaller companies in the nicotine pouch space. Unlike traditional tobacco or e-cigarettes—industries often dominated by legacy players—oral nicotine products present a more level playing field. This opens the door to innovation, competition, and responsive consumer solutions.
Andrade expressed confidence that with the right support, these nimble players could help reshape the future of nicotine use in Spain and beyond.
Looking Ahead
Monica Andrade’s contribution to the GINN panel underscored the untapped potential of harm reduction in Southern Europe. With clear regulation, transparent communication, and collaborative industry leadership, Spain could transform from a lagging market into a regional model for reduced-risk innovation.
As the GINN community continues to grow, voices like Andrade’s are helping guide the conversation toward a smarter, safer, and more informed future for nicotine.
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